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EMARKETER

The Essential Role of Email in B2B Marketing

Email Is Neglected as a Key Channel. It’s Time to Reengage.

Report by Kelsey Voss  |  Mar 2, 2023
Download
Report
The One-Pager
Deck
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Table of Contents
Executive Summary
B2B marketers face significant email marketing challenges.
Email metrics should center around engagement.
Today’s B2B buyer has higher expectations for email.
Email engagement supports the bigger picture.
Email requires investments in data.
AI is emerging as a tool for email automation and more.
B2B firms should rethink their email strategies to take full advantage of the channel.
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
B2B marketing leaders have lost their focus on the benefits of email marketing. Email is a key distribution channel, and investments will allow relevant messages with high engagement rates and ROI to be delivered efficiently and effectively.
Topics
B2B Marketing
Email
United States
Table of Contents
Executive Summary
B2B marketers face significant email marketing challenges.
Email metrics should center around engagement.
Today’s B2B buyer has higher expectations for email.
Email engagement supports the bigger picture.
Email requires investments in data.
AI is emerging as a tool for email automation and more.
B2B firms should rethink their email strategies to take full advantage of the channel.
Insider Intelligence Interviews
Sources
Media Gallery

Executive Summary

Email is a staple in B2B marketing, but it’s too often taken for granted. Improvements to email strategies can yield better engagement and ROI. Email can also help build value, differentiation, and trust among prospects and clients alike.

Key Question: How can marketing executives maximize email, one of the most important, scalable, and reliable channels in B2B marketing?

Metrics B2B Marketers Worldwide Have Used to Track Content Performance, July 2022 (% of respondents)
E-Mail ChartDownload

KEY STAT: Eighty-three percent of B2B marketers use email engagement to track content performance. But many marketers focus on the wrong metrics to gauge the success of their email campaigns.

Download
Report
The One-Pager
Deck
Share
Table of Contents
Executive Summary
B2B marketers face significant email marketing challenges.
Email metrics should center around engagement.
Today’s B2B buyer has higher expectations for email.
Email engagement supports the bigger picture.
Email requires investments in data.
AI is emerging as a tool for email automation and more.
B2B firms should rethink their email strategies to take full advantage of the channel.
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
B2B marketing leaders have lost their focus on the benefits of email marketing. Email is a key distribution channel, and investments will allow relevant messages with high engagement rates and ROI to be delivered efficiently and effectively.
Topics
B2B Marketing
Email
United States
Table of Contents
Executive Summary
B2B marketers face significant email marketing challenges.
Email metrics should center around engagement.
Today’s B2B buyer has higher expectations for email.
Email engagement supports the bigger picture.
Email requires investments in data.
AI is emerging as a tool for email automation and more.
B2B firms should rethink their email strategies to take full advantage of the channel.
Insider Intelligence Interviews
Sources
Media Gallery

authors

Kelsey Voss

Contributors

Debra Aho Williamson
Principal Analyst
Jasmine Enberg
Principal Analyst
Tracy Tang
Senior Researcher
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